Straight Talk with Nigel Hollis

Nigel Hollis Executive Vice President and Chief Global Analyst, Kantar Millward Brown

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Latest Entry
Monday, June 25, 2018

Where has all the creativity gone?

In this blog post, Daren Poole, Global Head of Creative, Insights Division at Kantar, gives us his viewpoint on this year’s Cannes advertising festival.

Monday, April 16, 2018

Creativity wins effectiveness contest once again

My post about the creativity being the variable under a brand manager’s control that had the most impact on revenue prompted Phil Herr to send me the Market Research Council newsletter which details another study of advertising effectiveness. Guess what it lists as number one sales driver?

Wednesday, May 11, 2016

Creating effective ‘advertising’ in the age of immediacy

We live in an age where immediate response is both enabled and expected. When we post to Facebook or Instagram we feel let down if no one likes or shares it immediately. But just because social media enable us to respond immediately, does not mean that what we respond to has changed, or that any less time and effort needs to be devoted to creating shareable content.

Wednesday, May 4, 2016

Why does efficiency win over marketing effectiveness?

Chapter 10 of my first book, The Global Brand, is titled ‘Balancing brand strength and business efficiency’ and explores the inherent tension between the two qualities. My proposition was that adopting a global, one-size-fits-all approach can undermine local effectiveness in favor of efficiency.

Monday, May 2, 2016

AARP parallels #LikeaGirl to disrupt aging

As if to prove that a creative solution can be applied to many different issues, AARP, Inc., formerly the American Association of Retired Persons, has taken the award-winning format applied to such good effect in Always’ #LikeaGirl, and used it to try and change how Millennials view older people.

Wednesday, April 6, 2016

So what makes a video ad shareable?

Today’s marketing mantra is ‘make it shareable’, but by now we all know that not everything is equally shareable. When it comes to video advertising there are some ads that people sit back and enjoy but feel no desire to share, and others that immediately push that mental ’share’ button. It is a subtle but important distinction.

Wednesday, March 30, 2016

How pre-testing helped unleash the Most Interesting Man in the World

‘The Most Interesting Man in the World’ is moving on, but a recent Ad Age article sheds light on how “one of the best campaigns of the century” came to be created. And guess what? Apparently pre-testing helped unleash the campaign’s creativity.

Monday, March 21, 2016

What brands need is applied creativity

Sadly my presentation on how to win creative awards was cancelled last week, but developing content for the presentation left me reflecting on the nature of creativity and how it works to benefit a brand.